BEHAVIORAL INTENTION AND WILLINGNESS TO PAY PREMIUM FOR GREEN HOTEL CONCEPT: THE ROLE OF TRUST AND GREEN HOTEL ATTRIBUTES

This study aims to assess the behavioral intention and willingness to pay a premium for green hotel concept through the role of green hotel attributes and trust. Data was collected through online questionnaires on 157 respondents in Indonesia who have stayed at hotel in the last three years. Findings show that contribution to environment conservation, located in a clean- natural environment, and use recycled materials are perceived most important attributes that should be implemented by hotel. On the contrary, the use of low-flow showerheads and sink are perceived less priority for green hotel concept. The results show a positive influence between green hotel attributes on intention to stay with significant mediation of trust toward green hotels. However, trust toward green hotels does not have a positive effect on willingness to pay a premium for green hotels. This study contributes to the literature of green hotel by providing an insightful customer point of view about green hotel, both from prospective and existing customer, so that hotel industry able to better adopt green practices as a part of green marketing strategy and sustainable development. Future research conducted for green hotel brand or characteristic will eventually provide deep understanding. Thus, hotel will comprehend better on how their customer perceived willingness to pay premium and trust from its attributes.